VEMLIDY is used to treat the chronic hepatitis B virus (HBV) in adults with compensated liver disease. It is the only treatment that demonstrates enhanced plasma stability vs TDF for more efficient delivery of tenofovir to hepatocytes.
Today, US market research has shown that HBV patients want to feel a more personal connection with this novel therapy; one that enables them to continue living their lives without disruption from HBV. Research also shows that doctors are most fulfilled when they can treat their patients along with a personal connection, recognizing treatments influence quality of life as well.
After months of market testing many concepts with HBV patients and HCPs, our “Moments That Matter” campaign was identified as the new voice for VEMLIDY US.
I led the development of a large patient photography collection, spanning across Chinese, Vietnamese, Korean, and Nigerian ethnicities (those who are statistically more vulnerable to HBV).
Our photo shoot was set for three days in two Los Angeles, CA locations in November, 2020. Due to COVID-19 protocols, we had to get creative with our approach to execute a comprehensive photo shoot. This included sourcing and gaining consent from actual families (not professional talent) who were interviewed via ZOOM calls. Back-up families were also identified in case there were cancellations. The entire production was monitored by a COVID-19 safety officer to ensure social distancing, proper sanitations of spaces, etc.
We captured 16 key visuals that showed our families doing the activities that mattered most in the lives of an HBV patient. Final assets included two distinct collections; one for HCP communications and the other for patients. This campaign is currently being integrated into all HCP and DTC communications. We went on to integrate real HBV treatment stories from treatment naive and switch patients. Featured here is David, our switch patient who talks about his Moments That Matter and underscores the safety and tolerability selling points of VEMLIDY compared to his past HBV treatments. We’re currently integrating his content into website and digital initiatives, including B Connected (an informational social networking forum for both patients and caregivers).
We continued to develop unbranded localized flashcards, emails, and external OOH signage for regions and cities with high rates of Hep B prevalence. Each piece will feature a key message specific to the geographic area in which the HCP practices, including a call-to-action urging HCPs to help close the treatment gap. For example: “Of the 230,000 people with Hepatitis B in New York, 3,146 are right here in your neighborhood”. Messaging also aims to help overcome common barriers found in those specific areas and increase broader access to VEMLIDY.
EPCLUSA is used to treat and cure the hepatitis C virus (HBV) in adults. Our “Different Questions, Same Answer” campaign sets EPCLUSA apart from competitors by identifying various patient types and describing why EPCLUSA is the right choice of treatment for a broad range of patients.
My team and I developed a comprehensive IVA implementation guide that introduced the new call flow, integrating the Resolution to Cure messaging for use in detailing to HCPs. The IVA was also updated with a landing page and touch-point communications throughout.
HCP communications, such as flash cards, direct mailers, and rep-triggered emails were also created.
To kick off 2020, the brand wanted to develop fresh messaging to increase prescribing of EPCLUSA. Our solution was “Resolution to Cure”, an internal sales representative campaign that launched at their POA meeting and expanded to external HCP audiences with a strong call-to-action.
I led the development of sales kick-off collateral that included Las Vegas-themed giveaways, event signage and meeting videos.